As part of a rigorous due diligence assessment, it was determined that Simple Startup’s brand identity and positioning did not accurately reflect the brand’s personality or service offerings. While the company wanted to be seen as trusted experts and consultants, their current branding was more closely aligned with a “small-shop”, fun-loving brand with less expertise.
Whatsmore, research revealed significant marketplace confusion in what it is the company does–with many interpreting the company’s tagline: “Simplify your startup’s finances” as financial funding support for startup ventures.
As an integral part of Simple Startup’s go-to-market strategy, I developed a new brand identity aligned with Simple Startup’s core value, service offerings, and target audience.
Leveraging brand archetypes, we found that Simple Startup’s brand values and goals most closely aligned with The Magician, which has strong tendencies towards transformational leadership (i.e., entrepreneurs leading entrepreneurs).
Colors & Typography
The magician archetype served as the foundational building block for the company’s brand identity development and transcended the typography and mystical color palette selected for the brand.
When creating the new logo and tagline, my primary goals were: 1) to simplify the design when improving legibility, 2) clearly communicate service offerings, and 3) to strengthen brand recognition with a unique design (replacing the standard light bulb with a unique logo icon, which visually represents both an “S” and launch button).
The following mockup samples were developed to showcase the new Simple Startup branding to the client, incorporating their new look and feel with clear messaging aligned with their brand voice and persona.